Importance of Effective Business-to-Business (B2B) Email Marketing

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Email marketing is one of the powerful and popular tools for digital marketing in the current tech world. Today’s every business knows about Email Marketing and they are using it to promote their products, service, and goods. As it is the easiest way of advertising your services. In fact, 75% of marketers consider that email marketing is core to their business and it has proved an effective way more than social media for lead generation.

Email Marketing can be a convincing tool if used smartly to reach people at the right moment with the right message. Since Email is an integral part of every day of businesses, it is clear to see why it has always been such a popular medium for marketers, especially for B2B marketing. Before starting the importance of B2B marketing let me explain to you what exactly B2B Email Marketing is it?

What is B2B Email Marketing?

In the world of B2B marketing, the journey you are about to initiate requires a step by step process, a lot of questioning in mind why every business should have a B2B email marketing campaign. How your organization can fresh star6t to implement an effective B2B marketing and why companies who don’t have a b2B email marketing campaign are ultimately meant for failure.

Excited to know the answers to all these questions? But before we dig into this innovative online marketing method let me first introduced to the B2B concept and how it is applied to email marketing. Being a marketers you know that the B2B stands for business to business, it describes as a conversation involving the exchange of products, goods, and services or any information between two or more business units. But do you know how to translate the B2B concept into email marketing strategy?

Unlike a B2C marketing, where you have to convince a customer to buy your product, a B2B business is based on the same concept when you have to deal with business instead of a customer. It is imperative to understand the concept or reason behind the buying decision to really to get down into the fundamental points of their business requirements. For this, you must be more in depth with your marketing advantages and you must focus on things that matter most to business, like time, money and resources.

Why every business have a B2B Email Marketing Campaign

marketing campaign

As I explained enough about B2B email marketing, so you have understood what the concept behind B2B marketing is. Now it’s time to discuss why it is necessary to your company to follow B2B email marketing strategy. Now I am going to explain some email marketing specific facts from the three major players in the B2B marketing world offered by salesforce.com which is a global CRM company specializing in cloud computing. A well-executed B2B marketing approach can generate:

For every $1 spent, $45 is the average return on email marketing investment
75% of customer prefer to get permission-based marketing communications via email
70% of B2B buyers are most likely to share relevant content through email.

The key take out from these facts is simple: B2B marketing means more traffic and more traffic means more leads more leads means more conversion and that is the ultimate goal. You should understand the B2B marketing is an another tool in your inbound marketing toolkit.

How to create B2B Email Marketing Strategy?

email marketing tips

If you are ready to embark on a journey of B2B email communication with your newsletter subscriber then it is the right time to plan a strategy that leads to more conversions. Let me tell you what to do to come up with a B2B email marketing proposal that works.

The first thing you should consider that what your audience wants. While doing our research, keeping in mind all aspect of email marketing experience. You should find out the email subject lines, language and content you use in marketing. The second thing is set the target. If you set the goals, you can easily estimate the success. To increase sales is not only your email marketing goals. You should have the answer what you want, when you want it by, in quantifiable terms. You have to set your daily and monthly goals to enhance your lead generation, sales, and brand awareness.

An advance planning will definitely optimize your strategy. If you are trying to implement without having advance planning, you are going to run into trouble. Here I am sharing some important tips to optimize your planning

•Start meaningful communications
•Think beyond CTR
•Separate your prospects
•Customize messages
•Working on multiple platform and style
•Keep in touch with your clients regularly
•Test campaign

Benefits of B2B Email Marketing

According to Marketing Sherpa, 60 % of users still prefer to receive marketing offers, deals, and promotion via Email. Means they are not only expecting your messages but also they want long term relationship with your email campaign. It is a fantastic opportunity for email markets to provide high impact, relevant content and giving them exactly what they desire. There are many other considerable benefits to using B2B email marketing.

Cost Effective – If we compare to other promoting channel it can be very low cost as there are no print cost for advertising space.

The ideal way to attract new prospects – Email marketing is a great way of attracting new clients, as it can be targeted anywhere globally.

Easily measured – There are a lot of email marketing software available on the market that has the capability to track open, click-through and conversion rates. it also tells about where your campaign is going wrong as well.

Easy to release – as it is easy to create and can be sent immediately to the customers. There is no need to design extra theme, it can be created on internal platforms or you can outsource as well.

If you are getting that your email marketing campaign is not effectively working or falling short, maybe it’s time to incorporate some new approaches and current trends in order to achieve the greatest output of this channel.

Comments (5)

  • Hello Guru and Mridul,

    Excellent piece of article on the consequences of e-mail marketing 🙂

    Indeed e-mail marketing is growing and it is suggested from the top influencer that if one need to grow their business they need to build up a strong e-mail list.

    Frankly speaking I have not much tried B2B marketing, I was thinking to hit the track in coming time and this post from your side has given a clear concept about the the ideas, how to build our strategy and how to promote it with the other firms.

    Thanks for the share.


  • Really, simple and great post, I like author’s writing skills. The article is well described and useful for everyone, keep writing articles like this. Thanks

  • Very good article on e-mail marketing .

  • Hello
    E-mail marketing is also a main tool that can grow business. Really If one need to raise their business they need to build up a strong e-mail list. I am new in marketing field and always curious to know about e-mail marketing. After reading this whole post I have finished all my big and small confusion about e-mail marketing.

    Best Wishes,
    Praveen verma

  • Hi Mridul,

    Great post, email marketing is one of the best ways to leverage our business. I agree it has lots of benefits than methods.

    Thanks for sharing! 🙂


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